Rak Patel, CCO of Channel 4, reflects on the importance of the All In Census, a survey on inclusion and representation in the UK advertising industry, which returns on 12th March.
In advertising, trust and talent are intrinsically linked. In February, I had the pleasure of contributing to a panel on stage at LEAD (the Advertising Association, IPA and ISBA’s annual summit), to discuss the importance of trust. Our conclusion was that trust is the foundation of our industry, as media which is honest has the power to improve people’s lives.
Our new study, ‘Gen Z: Trends, Truth and Trust’, found that social cohesion has decreased, disengagement has risen, and urgent action is needed to protect Gen Z from misinformation and disinformation. Alongside these significant challenges to trust, I believe that AI used incorrectly in advertising decreases that trust, but that talented human creatives can rebuild the public’s belief in responsible advertising.
Trusted advertising relies on creative talent
Creative talent drives this industry. These unique, varied perspectives need to be welcomed and retained to continue developing authentic and trusted creative content. To achieve this, Channel 4 is proud to support the All In Census, which aims to make the industry welcoming and supportive of talent from all backgrounds.
Created by the AA, IPA and ISBA, the survey collects anonymous data on personal experiences from those in the advertising and marketing industry, including those behind creating, producing and distributing advertising. This data is used to fuel positive collective change by informing the All In Action Plan, to build an equitable workplace where everyone feels they belong.
The previous All In Census in 2023 received nearly 19,000 responses, and to date remains the largest industry survey of its kind globally. This year, we aim to beat that record and collect even more data to power greater actions.
From data to action
As one of over 130 All In Champions, Channel 4 uses the All In Census to identify any new actions we can take, or discuss how to evolve existing ones for greater equity and impact. Last year, we investigated the representation of Social Grade and Class within TV advertising ourselves. Talent retention is vital for any competitive business, and this report highlighted the importance of ensuring accurate representation in our industry and retaining talent.
And last year, we launched a £1 million ‘Diversity in Advertising Award’ to challenge the advertising industry to build inclusion and accessibility into all campaigns. We want to encourage brands and agencies to remove the barriers faced by many people when engaging with TV advertising, by encouraging them to create a welcoming workplace to all.
At Channel 4, we are continuously listening, learning and evolving in order to welcome and retain a whole range of new creative talent who will create new, innovative outcomes for our growing industry. I will certainly be scheduling 15 minutes on 12th March in my own calendar and sharing the invite with my colleagues, to encourage as many responses as possible to the All In Census, to work together to create a workplace where everyone feels included and that they belong – and I hope you will too.
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